Unilever in mid-2018 took a strong stance on influencer marketing fraud, saying that the company would not work with influencers that had bought followers, and that its brands would never buy followers.
He has experience building and managing comprehensive marketing campaigns for companies like Unilever, Delta Air Lines and ExxonMobil, as well as start-ups aspiring to join the Fortune 500. Prior to joining Diray, Tom led a sales team at Sizmek, helping clients leverage their DSP, DMP, ad server, dynamic creative optimization and ad verification solutions.
In an interview with Le Parisien, Jacques Séguéla, co-founder of iconic French communication agency RSCG, cited how concerns about transparency and fraud in digital advertising were used by Unilever and Procter & Gamble as a reason to reduce spending. “They chose to cut 20% of their investment in digital in 2017 and 2018. As a result, P&G reclaimed $1.2 billion. Why?